Why Modest fashion is Trending in Pakistan?

 

In recent years, Pakistan's fashion retail business has grown, making room for both national and international brands that cater to the lifestyle development of the country's growing middle class. The cultural imperialism of western fashion and now Kpop fashion is prevailing in the younger generation which is mainly called Gen Z. In Pakistan, the fashion scene is more decaying and developing in both ways. Due to cultural imperialism, traditional and cultural attire became less fashionable, stylish, and comfortable for the younger generation. 

Nevertheless, given that Pakistan is a Muslim nation, manufacturers are changing their strategies to include new categories in the women’s apparel Pret line making a new category for "WEST" collections. It opened a new approach for the nation's retail sector to make another way for the fashion-forward generation, which is influenced by both western and current Kpop fashion. The effortless chic look with an innovative developed aesthetic is fastly growing with big international brands like Nike, H&M, MACY's and ZARA  launching hijab lines leading the way in the fresh fashion environment.

Now the question is What is Modest Fashion? And Why Should You Care? Why most of the brands are inclining toward Gen Z fashion?

The rise of islamophobic is not limited to people but also influences fashion. Modest fashion is often considered conservation fashion when it's linked to the Muslim community. As fashion is used to express one individuality and creativity has no concrete form or definition, the term "conservative fashion" has no meaning to it in reality. Now fashion industry is more open to the idea of comfort with style. Social media influencers played a great role in bringing this idea to reality. Modest fashion came forward as a result playing a vital part in empowering women, especially in the west.

 Modest fashion is about being creative with your choices. As long as you fundamentally have a certain level of awareness in covering portions of your body rather than showing everything off. Modest attire has no set standards. It is entirely up to you whether you're doing it for a religious motive or simply because you want to be comfortable in style. Whatever your motivations are you should strive to present yourself modestly.

There is no question that the fashion trends of this generation will continue to change and evolve to be more inclusive, distinctive, and daring in every aspect. Self-expression, sustainability, and individualism are basics for Gen Z. For the last two years, the new normal is all about lowering negative environmental impact and the carbon footprint as the global economy gradually recovers from the impacts of the pandemic. Most Gen Z consumers want to support environmentally friendly businesses and are ready to pay 10% extra for environmentally friendly goods. This generation mostly bases their shopping decisions on their moral ideals and values.

The current fashion trend of long, loose dresses with boxy shapes or layered designs, Mom jeans, loose trousers, pattern graffiti tees, co-ord dresses, and power suits is really in all over the world conveying one popular culture vibe. It has grown into a successful market. You now have the option to discover and express your aesthetic style thanks to modest clothing changing the definition of fashion and style. The cause can be cultural, religious, comfortable, or based on one's ideals. Over time, the look has been more up-to-date haute couture. 

Today, you will find more "relax-fit" clothing, longer shirts and blouses with buttons, button collars up, and midi dresses with sleeves. It has become a practical fashion depicting elegance, timelessness, versatility, chicness, and comfort altogether.

Pakistan is one of the top 10 consumer markets where individuals like to spend money on clothing. For many years, surprisingly, Pakistan with a Muslim-majority population showed little interest in modest clothing ideas. Many Abaya stores never bloomed as they were not considered fashionable. Now things are changing. Many brands are already showing great potential in the fashion clothing industry. The industry has never found the need to primarily focus on this concept but is now trying its best to keep up with trends in popular culture.

Pakistani fashion brands have immediately adapted to the trend. Many well-known companies debuted a range of modest and GenZ -inspired clothing for both genders. Many companies debuted a selection of kimono-style kaftans, hijabs, double-layered abayas, flowy trousers, box-style co-ord suits, and ankle-length dresses.

 Women are, in fact, consciously choosing to dress more simply. Outfitters, Lama Retail, Beechtree, Dinara, ethnic, Beechtree, Breakout, Khaadi, and many more Pakistani retail companies have introduced collections with loose, baggy dresses that are ideal for women who wear a hijab or believe in a forward fashion. Many small-scale businesses also grow thanks to this popular fashion through Instagram. Brands like ninenintynine, memnu clothing, and hayazation are a few modest clothing brands that started from social media.

Gen Z attire is appropriate for almost any situation.no certain standards are set which increase the usage of the clothing in general. They strongly prefer comfy attire that is comfortable and sustainable for work-from-home lifestyles and post-pandemic standards.